5 Minutes With ... Deborah Caldwell, founder of Storm the Label

Who wants to shop up a Storm?? Uh - that would be all of us!!! With high-end designers becoming too expensive, and chain-stores offering cheap fabrics that only last a season or two, we were thrilled to discover New Zealand's latest fashion import and they are here to stay!Introducing: Storm, a fierce and fabulous label created by Deborah Caldwell. This stylish label contains stunning affordable collections with designs hailing straight from the runway. Since launching in Auckland in 2006, Storm boasts 9 boutique stores spread throughout New Zealand's north and south islands. We are loving their Summer 12/13 collection which contains a range of designs and styles to suit women of all ages and sizes. Being the busy CEO of this successful label, we were thrilled when Deborah found time to chat with us...

Deb, how did you become a designer? I have worked in the fashion industry for most of my life in predominantly retail based businesses which gave me a good sense of commercial reality, what sells and what people want to wear.

Could you tell us a bit about Storm andhow your label began? I realised there was a gap in the market between the chain retail stores and high-end fashion designers. I created Storm which filled that niche market. People want good value quality products which aren’t necessarily trend driven that have the ability to enable them to be a little more unique and independent with fashion.

What makes Storm different from other boutique labels? We have a very strong, unique look which our customers love. There's no one else like us in New Zealand or Australia which gives us a competitive edge.

We love the name! Why Storm? I wanted one strong word. Storm came to mind one day when crossing the street on a very dark rainy day... the name has evolved and certainly seems to fit the product.

In a few words, how do you describe the Storm woman? She wants to be an individual but remain on trend.

Storm is a seductive label boasting timeless feminine designs with a hint of casual boyishness. How would you best describe your design aesthetic? Storm definitely has a signature edginess that combines directional tailoring which is balanced by soft, draping silks. The use of textured fabrics, unique pieces and subtle, uncomplicated, layering, combined with a moody palette creates a statement that says Storm. We travel the world looking for inspiration, searching for new prints, designs and fabrics whilst keeping the Storm customer and aesthetic at the forefront of our design process.

Which designs do you enjoy most in Storm’s Winter 2013 collection? Our metallic sweater has to be one of my favourite pieces from the collection. Our printed t-shirts look great and our leather-look pants are at the top of my wish list.

With an impressive nine Storm boutiques spread across New Zealand, are there any plans to open a store in Australia? We do have Australia in our sights but can't give too much away at this stage – in the meantime our Australian customers are able to shop online.

What valuable advice you have learned as a business woman? To always trust your instincts, they will never let you down.

As a mother how do you manage a business and juggle a family? For my it's about prioritising what's really important and making sure I get the perfect work/life balance to ensure nothing suffers.

Who would you most love to see wearing Storm? Rosie Huntington-Whitely, Kate Moss or Charlotte Gainsbourg.

Where do you turn to for inspiration? Our annual buying trips provide us with immense amounts of inspiration, most of all having the time to escape the office and to surround ourselves with people on the streets of some very cool cities.

Deborah, what makes you feel Spoilt? Fresh flowers, massages and the big cuddles my 9 year old son still gives me.

Deborah's fashion favourites:

Soft, flowing designs OR straight sharp lines? Straight, sharp lines.

Clashing prints OR bold block colours? Clashing prints.

Accessories OR simplicity? Simplicity.

Stilettos OR sneakers? Sneakers (classic Converse).

Muted OR bold makeup? Muted.

Big hair OR sleek hair? Sleek.

See more from Storm by clicking here... and enjoy the calm before the Storm!